Followers aren’t the goal
What matters is the path from seeing you to buying from you, and buying again:
- Reach
- Attention
- Engagement
- Leads
- Conversion
- Retention
A big following of the wrong people adds nothing at any step. A smaller audience of the right people moves through all of them.
Know exactly who you’re talking to
Then build the campaign around that person. Before you write a caption or set up an ad, be able to answer:
- Who are they, and where do they live?
- What age, and what income?
- What are they interested in?
- What problem are they trying to solve?
- What would make them act?
- How do they usually buy?
Digital isn’t everyone
Pakistan had about 116 million internet users at the start of 2025, 45.7% of the population. Source: DataReportal
That’s a huge audience online, and it also means more than half the country isn’t. Know where your customers actually are before you decide where to spend.
Let the audience decide the channels
Different audience, different plan. A property developer might need Meta, Google and YouTube, plus outdoor, events, direct sales, referrals and a CRM to keep track of it all.
Don’t assume every customer lives on Instagram.
From Instagram
The original carousel.
